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Tuesday, February 24, 2009

Traditional mid-size sport-utility vehicles are a pretty anonymous-looking bunch so it didn't really surprise me that not one question was asked or one eyebrow raised during my week with the all-new 2009 Kia Borrego.

There were other forces working against the Borrego, too. For one thing, a whole lot of people have forsaken rugged, body-on-frame SUVs in favor of the more comfortable and family-friendly crossover vehicles. Then, too, everyone remembers the pain of $4-a-gallon gasoline.

The simple truth is that the Kia Borrego was born at the wrong time. Had it been introduced a few years ago when its development was begun, the story might have turned out much differently for the South Korean manufacturer. Conditions being what they are, Kia saw only 272 U.S. sales in the month of January.

But enough of this coulda, woulda, shoulda. Let's take a look at what is.

Approximately the size of a Ford Explorer, the Borrego is a solidly built and versatile off-road warrior.

The well conceived interior has three rows of seating that accommodate up to seven passengers. The second-row seatbacks are adjustable and the seats slide back and forth.

Move the second row forward and two adults will be able to climb into the third row and ride comfortably, at least around town.

With all three rows of seats in place there are 12.7 cubic feet of cargo space behind the third row. With the second- and third-row seats folded flat, cargo space balloons to 97.6 cubic feet.

But that's not the whole story. Both the second and third rows have split seatbacks so cargo space can be divided up a number of different ways, according to need.

Two engines are available in both LX and upscale EX trim. The 3.8-liter V-6 produces 276 horsepower. The 4.6-liter V-8, a slightly less powerful version of the powerplant in parent Hyundai's Genesis sedan, produces 337 horsepower.

The V-6 Borrego is teamed with a five-speed automatic transmission and has a towing capacity of 5,000 pounds. The V-8 model, using a six-speed automatic, can tow 7,500 pounds. Rear-wheel drive and four-wheel drive are available on all models.

The vehicle offered for my inspection was a Borrego EX with V-6 power and all-wheel drive. Performance was more than adequate in all situations, but fuel mileage did not live up to its advance billing. I averaged 14 mpg in city driving and 18 on the open road, less than the EPA rating of 16/21.

Despite its four-wheel independent suspension and rack-and-pinion steering, the Borrego handled and rode pretty much like any number of SUVS. The 8.5 inches of ground clearance and stiff suspension settings guarantee mobility long after the asphalt has disappeared, but those same attributes also guarantee a truck-like ride on the asphalt.

All Borregos come with a full complement of safety equipment - front seat airbags and side curtain airbags for all three passenger rows, antilock disc brakes with traction and stability control, downhill brake control and a backup warning system.

For the base price of $29,995, the V-6 Borrego EX comes with a lot of standard convenience features, including dual-zone climate control, 6-speaker am/fm/cd sound system with Ipod capability, cruise control, trip computer, automatic on/off headlights and power driver and front-passenger seats.

Thursday, February 19, 2009

There's a new Kia and town, and its name is Forte -- finally putting an end to months of Internet speculation surrounding the official moniker of the long-awaited Spectra successor. Now that the name game's out of the way, upon initial examination, the Forte badge is affixed to a familiar Kia package, but with lots of welcome additions.

The first thing you'll likely notice about the new 2010 Kia Forte (pronounced FOR - TAY) is its styling, which appears to crib several cues from competitors Honda and Toyota. While a clear departure from the outgoing Spectra, the new look is relatively conservative from a design standpoint and likely won't prove controversial. The new car's grown an inch in wheelbase, length, and width, but the Spectra's MacPherson-strut front suspension and torsion beam rear suspension are still there and the interior volume has changed less than a cubic inch. Cargo volume is up though to 14.7 cu ft from 12.2 cu ft.

The lack of dramatic change to the new Kia sedan's underpinnings is not necessarily a bad thing, though. While we found the top-model Spectra SX a bit unfriendly to ragged-edge driving as part of a sub-compact competition back in 2005, we lauded its comfort and smooth operation around town and on the highway. Its 2.0L four-cylinder was a bit underpowered, though, and Kia has rectified that in the Forte. It now makes 156 hp and 144 lb-ft of torque, up 18 hp and 8 lb-ft over the Spectra. Mated to a four-speed auto or five-speed manual, the power bump should make the Forte a bit livelier than the Spectra.

Of course, smooth rides and good power aren't always enough for some people. They want more, and for them, the Forte keeps the SX trim level. The SX receives a more-potent 2.4L DOHC inline four-cylinder engine that makes 173 hp and 168 lb-ft of torque, which is more powerful than the Toyota Corolla XRS and nips at the heels of the Honda Civic Si. A standard six-speed manual transmission or option five-speed automatic with Sportmatic should make this car a strong performer in its class, and we hope the performance-tuned suspension will iron out some of the Spectra SX's foibles. One place the SX didn't need much help was in the braking department, but nevertheless, Kia has upped the Forte's game with 11.8-in. disc brakes up front, nearly a full inch larger than on other models.

Heavy praise was also heaped upon the Spectra's interior, and the Forte looks to pick up where that car left off. All models keep the Spectra's six-way power-adjustable driver's seat, tilt steering column and dual 12-volt outlets in the center console. You'll also be treated to an updated four-speaker stereo with a USB input added next to the auxiliary input, standard Bluetooth connectivity and Sirius Satellite Radio with a free three-month subscription.

Step up from the base LX to the mid-range EX, though, and you'll be treated to a slew of amenities like power doors and windows, A/C, cruise control, keyless entry, dual front and rear cupholders, 16-in. wheels (up from 15-in. on the LX), steering wheel controls for the cruise and stereo, and a more-powerful six-speaker sounds system. Leather seats and a sunroof are optional. Opt for the sporty SX model and you'll also pick up a telescoping steering, 17-in. wheels and cloth sport seats with red stitching.

If you're more interested in saving gas than carving corners, the Forte has you covered there as well. LX and EX models will get an estimated 23 mpg city and 34 mpg highway with the four-speed auto box and 26 mpg city and 36 mpg highway with the five-speed manual. Helping the Forte achieve 36 mpg on the highway is a special Fuel Economy Package that mates the 2.0L engine to the five-speed automatic, replaces the standard power steering with a Motor Drive system, adds low rolling-resistance tires and special aerodynamic bodywork. Even without the Fuel Economy Package, the Forte's fuel economy numbers are up as much as two mpg city and six mpg highway over the Spectra.

Along with the updated suspension and passenger amenities, Kia has also carried over the Spectra's long list of safety features. Every Forte will come with four-wheel disc brakes with ABS, active headrests, driver and passenger front air bags, front side airbags, side-curtain airbags and a tire pressure monitoring system. New for the Forte are an electronic stability control system and a traction control system.

When the Forte hits the road in late spring, it will also come with Kia's 10-year/100,000-mile powertrain warranty, a 5-year/60,000-mile limited basic warranty, a 5-year/100,000-mile anti-perforation warranty, and a 5-year/60,000-mile roadside assistance plan. Pricing hasn't been announced yet, but expect at least a small premium over the Spectra's $13,700 starting price.

Wednesday, February 18, 2009

Kia's new entry in the compact-car segment is the Forte, and it will replace the Spectra when it goes on sale this summer. It faces strong competition from the Honda Civic, Ford Focus and Toyota Corolla, long-standing models that have made a name for themselves in this category. Because of that, we wanted to see how the Forte compares to those models in a few key areas, including exterior looks, interior quality, roominess and seat comfort, and safety features.

Exterior Looks
Whether or not a car looks good is in the eye of the beholder, but there are some design elements that have universal acceptance, like graceful proportions and cohesiveness from front to back. The Forte draws heavily on existing models -- just take a look at the grille and headlights, which are very similar to a Civic coupe's -- but taken as a whole the design works, with its sporty stance and crisp sheet metal lines.

As for the competition, Honda's Civic still looks pretty modern, even though this generation has been on the road for a few years. The Corolla, meanwhile, was redesigned for 2009 and already has a forgettable shape that wouldn't have looked new a few years ago. The Focus, meanwhile, gained a few styling revisions to its front and back for 2008 but otherwise retained the general shape of the previous model. While I've been a fan of the Civic's distinctive look, the sharp-looking Forte won me over.
Winner: Forte

Interior Quality
The Forte's cabin styling doesn't take gambles the way Honda did with the Civic when the automaker redesigned it for 2006, but even though the Kia's cabin has a conventional appearance it features good fit and finish, nice materials and attractive red graphics for the stereo display. Some of the controls are quite upscale, like the available steering-wheel-mounted audio and cruise controls.

Its competitors' success is mixed. While the Civic has been a class leader in terms of fit and finish and materials quality, it's not perfect; some of the swoopy dashboard's panel gaps are less than ideal. The Corolla's cabin, meanwhile, looks just as dated as its exterior, and it uses old-school seat fabric. The Focus falls somewhere in the middle with its unique center dash styling and appealing blue backlighting. In the end, while its competitors are getting better, the Civic still leads the pack.
Winner: Civic

Roominess and Seat Comfort
Small cars are sometimes short on interior room, but the Forte has a surprisingly comfortable backseat that has enough legroom for taller adults, even with the front seat adjusted for a taller driver. The leather front bucket seats had firm cushioning, and the shape of the seats agreed with my back. The Forte's backseat cushioning is softer than the front.

The Civic is also available with leather seats, but their contour isn't easy to get used to. The front seats in the Focus and Corolla are comfy, but given the mostly minor differences in seat comfort, the bigger issue becomes roominess, and the Forte has the edge there.
Winner: Forte

Safety Features
Features that would have been optional or unavailable on a small car a few years ago are now standard equipment on many of them, Forte included. The Kia has antilock brakes, side-impact airbags for the front seats, side curtain airbags, active front head restraints and an electronic stability system.

Of its competitors, the Civic and Corolla come closest to matching the Forte's safety features; they come standard with all the features mentioned except a stability system, which only comes on high-end trim levels of the Civic and is a $250 option on the 2009 Corolla. The Focus also lags behind; it has the same airbag count as the others, but antilock brakes and a stability system are both optional.
Winner: Forte

We'll see if our opinion of the Forte changes at all after we've had a chance to drive it, but based on what we've learned scrutinizing it at the auto show, it has a lot going for it.

Tuesday, February 17, 2009

Kia is making big changes to products and marketing this year as it rolls out its Soul compact car aimed at younger consumers that goes on sale next month, and later the new Forte, which replaces the Spectra compact.

Michael Sprague, Kia's vice president of marketing, says the new vehicles will be paired with advertising that shifts the message from touting the brand as a maker of affordable cars for the value-minded to that of a carmaker for people who put value on design, function and technology.

"For so long we have been known as a value brand with a great warranty, great fuel economy and safety technology," says Sprague. "We now are bringing out great designed product, so we feel that new products will make people take a look at Kia in a different way; particularly with the current economic environment, 'value' is a new kind of 'cool.'"

He says the design changes started after Kia hired Chief Design Officer Peter Schreyer away from VW and Audi in 2006. "It takes three or five years to bring new product to market; Soul is the first product that shows his influence. At end of day, we want a more emotional connection with brand, and you achieve that with great designed product."

Kia's AOR, L.A.-based David and Goliath, has long supported the brand with humor. Sprague says that humor will be tempered. "In the past, a lot of our ads were more focused on humor rather than the product, and those were the right ads for the times, but now the products and features will be the heroes. You will still have a little bit of humor. We are a fun brand and youthful brand, and humor connects."

He says the forthcoming ads for Soul will be "edgier." Kia's brand tag-line is "The Power to Surprise." Also new will be a companion accessory program that allows customers to personalize the vehicles. If that brings Toyota's Scion division to mind, the comparison is not lost on Kia.

"We know people will compare us to Scion and even to Mini. The Scion is more customization, and we are more personalization," he says, adding that there will be over 60 after-market accessories for the car. Sprague says the Soul to be featured in at least one of the launch ads will likewise be loaded with after-market accessories.

The company began teasing the car in end-of-year clearance ads, although it wasn't on sale, showing a quick image of the car rotating turntable fashion, and directing customers to the Kia consumer Web site. Sprague says the U.S. organization, meanwhile, brought 650 of the Korean-market version of the cars from overseas, placing them at 560 dealerships throughout the country to gauge interest. "We directed them to local dealers to physically see it. That allowed dealership personnel to learn about the consumer who would come in to see it, and understand who they are and what they need," he says.

The company, which introduced the 2010 Kia Forte at the Chicago Auto Show last week, last year moved into sports in a big way, inking partnerships with the National Basketball Association, the World Cup soccer tournament and the Asian Games and most recently, the Australian Open tennis championship. The company also advertised during the Super Bowl pre-game. Sprague says the deals have allowed Kia to put Soul at sports events. Kia has also re-upped as sponsor of the Vans Warped tour, a summer all-rock road show, at which both Soul and Forte will be placed. "We will be able to show generally younger people that Kia has relevant product for them," he says.

Monday, February 16, 2009

Kia may have missed the wild party of sales for sport utility vehicles, but it had time to evaluate the competition, learn from their mistakes and make improvements for its new seven-passenger Borrego, sold in V-6 and V-8 models.

The Korean carmaker's considerate SUV is a contender for drivers who actually may have a need to get their vehicle dirty visiting backcountry property or towing a recreational trailer. For San Diegans, at least, there's a connection in the name for the desert community and the state park.

This is not a trucky SUV, despite its trucklike ladder frame. It has been made on-road compliant by a multilink rear suspension, which does a good job of minimizing head toss and bounce. And it can tow up to 7,500 pounds amid an interior that is European in styling and refinement.

To appease critics, it earned five-star crash safety ratings from the National Highway Traffic Safety Administration; both engine choices use 87 octane fuel; and the basic warranty is five years or 60,000 miles, besting the competition's standard three-year policies.

Borrego is sold in LX and EX trim levels with V-6 and V-8 engines, rear-or four-wheel-drive. Pricing starts at just under $27,000, which includes a five-speed automatic -- versus a six-speed for V-8 models. Standard equipment includes remote locking, air conditioning, power locks/windows/mirrors, cruise control, six-speaker CD-MP3 audio system with Sirius satellite radio and USB and auxiliary input jacks. Add $2,050 for Torque on Demand four-wheel drive.

The LX V-8 starts at $31,745 and the EX V-8 test truck with options was $36,545.

The Borrego does what the competition does, but bests them on fuel economy.

The six-speed automatic gives the V-8 model a slight advantage for highway mileage over the V-6. The 3.8-liter V-6 2WD has city/highway fuel economy of 17/21 to the V-8's 15/22.

That's not great, but not bad for a vehicle that can pull 7,500 pounds and haul up to seven people in good comfort. Pickups struggle to get 21 mpg, tow about the same and don't have as many seats.

Depending on how hard you press the pedal, the V-8's acceleration can seem very forceful -- unlike the V-6 model, which is making the best of a two-ton situation. The six-speed doles out well-timed shifts and the brake response -- with substantial, 12-inch, four-wheel discs -- is flat and forceful. The turning circle, 36.48 feet, is the tightest of the competitors.

The cabin is soundproofed well, but at highway speeds there is some wind noise as this SUV shape punches through the air.

I liked Borrego's modest exterior size but with roomy seating for seven. The third row folds flat into the floor when not needed and the folded second row is almost flat, too, for those who camp and sleep in their SUV.

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There's also a Lexuslike obsession with spring-damped releases to covers on the coin/ash tray and a storage compartment just above. Both doors open at the same rate of travel.

And then there is the detail to the vent controls, both a wheel to adjust the rate of flow and a slider for left to right. Instead of just a simple slider tab or a plastic wheel with ridges for thumb traction, these have a ribbed rubber strip that provides a more civilized finger grip.

It costs money to add these details and not even all luxury carmakers go to such effort and expense.

Safety features include six air bags and a full line of electronic stability controls. Also new for a Kia are Hill Start Assist Control, which helps prevent the vehicle from rolling backward when pulling away on a hill, and Downhill Brake Control, which helps keep the vehicle moving straight and steady down steep grades. The electronic Torque-on-Demand four-wheel-drive system distributes power to the wheels with traction.

Borrego also debuts Kia's first voice-activated navigation system, with a rear seat entertainment package with an eight-inch widescreen television.

Amid all its refinement and advanced technology, I experienced one random electronic "event" in the V-8 tester.

On startup, the controlling electronic system went into "limp-home" mode. Red telltales glowed in the gauge cluster and while the vehicle had steering and braking functions, the transmission was engaged in second or third gear. I stopped a block later, restarted and normalcy returned.

A Kia spokesman said it is a rare but not unheard of anomaly. "The other reported incident also was a V-8, so that is of interest to us," he said.

Still, for a South Korean company that got its start in this country advertising vehicles that could be run hard and thrown away, Borrego is a barometer of how far this company has evolved.

CHICAGO, Feb. 11, 2009 -- On the heels of announcing the widely acclaimed, all-new Kia Soul, Kia Motors America (KMA) today introduced the all-new 2010 Kia Forte (pronounced for-tay) compact sedan at the 2009 Chicago Auto Show. Forte blends Kia's exciting new design direction under the tutelage of Peter Schreyer, Kia Motors' chief design officer, with a multitude of standard features. The 2010 Kia Forte will go on sale in North America in late spring or early summer of 2009.

"Kia Motors' product line is rapidly evolving and the Forte compact sedan is another head turner," said B.M. Ahn, group president and CEO, KMA and KMMG. "The Forte is an aggressively stylish blend of comfort and practicality -- and with a host of standard features it provides the great quality and value that consumers have come to expect from Kia vehicles."

Style in Motion

Sporting stylish and aggressive design cues, the new Forte firmly establishes itself as a strong contender in its segment. With a bold look set apart by crisp lines, swept-back headlamps and a sleek profile, Forte exudes a confident stance that conveys motion both while cruising the highway and parked in the driveway. Available in three trim levels (LX, EX and SX), Forte offers a sleek, sophisticated design. The sportier SX trim offers a more athletic profile with 17-inch alloy wheels paired with P215/45R17-sized premium tires and a rear spoiler.

Smooth and Comfortable Ride

With a wheelbase of 104.3 inches, an overall length of 178.3 inches, an overall width of 69.9 inches and overall height of 57.5 inches, Forte offers one of the roomiest interiors in its class with seating for up to five passengers. The Kia-engineered body achieves high torsional stiffness giving Forte better handling, smoother ride quality and greater refinement than its competitors, with a specially tuned suspension adjusted perfectly for responsive handling on curvy roads. Additional refinements are fitted throughout Forte to help ensure a comfortable ride with good noise, vibration and harshness (NVH) reduction qualities.

Built on a front-wheel-drive unibody frame, Forte utilizes an independent front suspension with MacPherson struts and a stabilizer bar and a torsion beam rear suspension with struts and coil springs. This combination helps provide the optimal balance of handling and comfort. An engine-speed-sensitive, power-assisted rack-and-pinion steering system adds the finishing touch for precise handling by providing the most advantageous amount of assist for varying road conditions. In keeping with the sporty essence of the SX model line, a sport-tuned suspension gives the chassis a firmer feel and responsiveness resulting in a sportier and more spirited ride. The SX model also features larger front brakes for improved stopping capabilities.

Attractive and Practical Interior

Forte boasts a class-leading 96.8 cubic feet of passenger volume, while driver and passengers have an impressive 40.0 inches of headroom and 43.3 inches of legroom in the front seats and 37.8 inches of headroom and 35.0 inches of legroom in the rear seats. Forte's trunk also offers an impressive 14.7 cubic feet of cargo space, one of the largest in its class, perfect for luggage for weekend getaways.

Capitalizing on its spacious interior, Forte pampers its riders with a host of interior features, starting with comfortable, nicely appointed full cloth seats. A six-way adjustable driver's seat, tilt steering column, rear defroster and dual 12-volt power outlets in the center console are driver- and passenger-conscious luxuries standard on every vehicle.

EX and SX models offer a number of additional standard luxurious touches such as: power windows and door locks; remote keyless entry; air conditioning; map lamps; steering wheel-mounted audio and cruise controls; dual front and rear cup holders; and floor mats. Forte EX and SX models also include standard cruise control with an optional sunroof and leather-trimmed seats. Also standard on SX models is a telescoping steering column as well as sport cloth seats adorned with red stitching, further enhancing its energetic persona.

Peppy Performance

Forte LX and EX are powered by a 2.0-liter DOHC four-cylinder engine, producing 156 horsepower and 144 pound-feet of torque, that features Continuously Variable Valve Timing (CVVT) and multi-port electronic fuel injection, both of which provide for greater performance and fuel economy. The SX features an upgraded 2.4-liter inline four-cylinder engine, also with CVVT, which delivers 173 horsepower -- more than the most powerful versions of the Toyota Corolla¹ or even the 2010 Mazda3.

Two transmission options are offered for the 2010 Forte: a standard five-speed manual transmission or an optional electronically controlled four-speed automatic transmission (LX and EX models). The SX model features a standard six-speed manual transmission and an optional five-speed automatic transmission with Sportmatic®.

The optional Fuel Economy Package, available with the 2.0-liter powerplant, will include the five-speed automatic transmission, Motor Drive Power Steering and low-rolling resistance tires with aero enhancements. These improvements result in class-leading combined fuel economy of 36 mpg (highway).

Music that Moves

Forte comes with a standard four speaker AM/FM/CD/MP3 audio system outfitted with SIRIUS Satellite Radio capabilities with three months complimentary service. Standard on all models is an auxiliary audio input jack and USB port for connecting personal MP3 players. Standard Bluetooth® connectivity enables hands-free operation for compatible cell phones. For true audiophiles, the EX and SX packages also add a standard six speaker surround audio system and steering wheel controls.

Standard Kia Motors Safety

Forte offers a class-leading level of standard safety equipment, with features such as active front headrests, advanced two-stage airbags, front seat-mounted and side curtain airbags, four-wheel disc brakes with an antilock brake system (ABS), electronic stability control (ESC) and traction control (TCS), and a tire pressure monitoring system (TPMS).

Industry-Leading Warranty

Like all Kia models, Forte is covered by a comprehensive warranty program, which offers unprecedented consumer protection. Included in this program are a 10-year or 100,000-mile limited powertrain warranty, a five-year or 60,000-mile limited basic warranty, and a five-year or 100,000-mile anti-perforation warranty. A five-year/60,000-mile roadside assistance plan is also part of the comprehensive coverage program.

2009 Product Line

Kia Motors America offers a dynamic and diverse product line of 11 vehicles to meet the needs of all lifestyles. The 2009 vehicle line features the functional Rondo CUV and award-winning Sedona minivan along with a wide variety of popular passenger cars, including the refined Amanti full-size sedan, purposeful Optima midsize sedan, versatile and compact Spectra and Spectra5, and sporty yet fuel-efficient Rio and Rio5 subcompacts. The vehicle line also features the affordably luxurious Borrego, rugged Sorento and value-packed Sportage SUVs. The 2010 Soul will further complement the lineup when it arrives in dealerships this spring.

About Kia Motors America

Kia Motors America (KMA) is the sales, marketing and distribution arm of Kia Motors Corporation based in Seoul, South Korea. KMA offers a complete line of vehicles through more than 640 dealers throughout the United States. For 2008, KMA recorded its 14th consecutive year of increased U.S. market share. Kia Motors subscribes to a philosophy of building high value, high quality, safe and dynamic vehicles. Kia Motors prides itself on producing vehicles that are exciting and enabling and evoke the Kia tagline "The Power to Surprise."

IRVINE, Calif., February 5, 2009 - After recently announcing its 14th consecutive year of increased market share, second best January sales month ever and the all-new 2010 Kia Soul urban lifestyle passenger vehicle, Kia Motors America (KMA) is proud to announce that four of its models, including Borrego, Optima, Rondo and Spectra, have been recognized as a "Best Bet" by The Car Book 2009. This marks the fourth consecutive year that Optima has been recognized.

"We are extremely pleased to have multiple Kia Motors vehicles once again recognized as 'Best Bets' by The Car Book," said Byung Mo Ahn, group president and CEO of KMA and Kia Motors Manufacturing Georgia (KMMG). "It reflects the continued growth of Kia vehicles and the strong quality and value they bring to market, especially during these difficult economic times."

The Car Book 2009 is an updated and expanded guide to buying a new 2009 car, van, truck or SUV. It presents the latest safety ratings, dealer prices, fuel economy, insurance premiums, maintenance costs, tires, as well as a chart of state lemon laws, and is published in cooperation with the Center for Auto Safety.

The Car Book's "Best Bet" distinction, given annually, is based on objective information collected from government and independent sources that evaluate the safety and performance needs of the American consumer. Only cars that have ratings in all of the key Car Book categories - safety features, fuel economy, rollover, front and side crash tests, maintenance and repair costs, warranties, insurance costs, and complaints, with the greatest emphasis placed on crash test performance - are considered as potential "Best Bets."

"The Car Book has long been the consumer's best guide to smart and sensible car buying," said Jack Gillis, author of The Car Book. "We appreciate the fact that Kia continues to make a significant contribution to improving the market choices for the American car buyer."

2009 Product Line

Kia Motors America offers a dynamic and diverse product line of 11 vehicles to meet the needs of all lifestyles. The 2009 vehicle line features the functional Rondo CUV and award-winning Sedona minivan along with a wide variety of popular passenger cars, including the refined Amanti full size sedan, purposeful Optima mid size sedan, versatile and compact Spectra and Spectra5, and sporty yet fuel efficient Rio and Rio5 subcompacts. The vehicle line also features the affordably luxurious Borrego, rugged Sorento and value-packed Sportage SUVs. The Soul will further complement the lineup when it arrives in dealerships this spring.

About Kia Motors America

Kia Motors America (KMA) is the sales, marketing and distribution arm of Kia Motors Corporation based in Seoul, South Korea. KMA offers a complete line of vehicles through more than 640 dealers throughout the United States. For 2008, KMA recorded its 14th consecutive year of increased U.S. market share. Kia Motors subscribes to a philosophy of building high value, high quality, safe and dynamic vehicles. Kia Motors prides itself on producing vehicles that are exciting and enabling and evoke the Kia tagline "The Power to Surprise."

IRVINE, Calif. Feb. 9, 2009 -- Recently named a "Best Bet" by The Car Book 2009, Kia Motors America (KMA) today announced that the Optima sedan also has topped the recently released "Best Vehicles for Carpooling" list by Forbes, available on Forbes.com. Refreshed for the 2009 model year, Optima was lauded for combining excellent class-leading safety features, a spacious interior and impressive fuel efficiency - all for excellent value, starting at less than $18,000.

"It's great to see our vehicles winning more and more industry accolades, and it's an honor for Kia Motors to sit atop the Forbes 'Best Vehicles for Carpooling' list," said Michael Sprague, vice president, marketing of KMA. "The 2009 Optima demonstrates the brand's commitment to offering consumers dynamic vehicles designed with an emphasis on quality, safety, comfort and affordability."

Using data from Kelley Blue Book, Forbes considered only 2009 vehicles that have received five out of five stars on all crash tests and at least four out of five stars on rollover results. The group was then pared down by awarding each vehicle points based on seating capacity, fuel efficiency, amount of front and rear headroom and legroom, and the presence of standard or optional navigation and entertainment systems.

The 2009 Optima is the recipient of a five-star crash safety rating from the National Highway Traffic Safety Administration (NHTSA)1. As with the rest of the Kia line-up, Optima is equipped with many standard safety features, including six airbags (dual advanced front and front-seat mounted side as well as full-length side curtain), front active headrests, side-impact door beams, height-adjustable front seatbelts with pre-tensioners and force limiters, three-point seatbelts for all seating positions, Lower Anchors and Tethers for Children (LATCH) and a tire pressure monitoring system (TPMS). Electronic stability control (ESC), a traction control system (TCS), brake assist system (BAS) and four-wheel antilock brakes (ABS) also are standard.

2009 Product Line

Kia Motors America offers a dynamic and diverse product line of 11 vehicles to meet the needs of all lifestyles. The 2009 vehicle line features the functional Rondo CUV and award-winning Sedona minivan along with a wide variety of popular passenger cars, including the refined Amanti full-size sedan, purposeful Optima midsize sedan, versatile and compact Spectra and Spectra5, and sporty yet fuel-efficient Rio and Rio5 subcompacts. The vehicle line also features the affordably luxurious Borrego, rugged Sorento and value-packed Sportage SUVs. The 2010 Soul will further complement the lineup when it arrives in dealerships this spring.

About Kia Motors America

Kia Motors America (KMA) is the sales, marketing and distribution arm of Kia Motors Corporation based in Seoul, South Korea. KMA offers a complete line of vehicles through more than 640 dealers throughout the United States. For 2008, KMA recorded its 14th consecutive year of increased U.S. market share. Kia Motors subscribes to a philosophy of building high value, high quality, safe and dynamic vehicles. Kia Motors prides itself on producing vehicles that are exciting and enabling and evoke the Kia tagline "The Power to Surprise."

IRVINE, Calif., February 5, 2009 - After recently announcing its 14th consecutive year of increased market share, second best January sales month ever and the all-new 2010 Kia Soul urban lifestyle passenger vehicle, Kia Motors America (KMA) is proud to announce that four of its models, including Borrego, Optima, Rondo and Spectra, have been recognized as a "Best Bet" by The Car Book 2009. This marks the fourth consecutive year that Optima has been recognized.

"We are extremely pleased to have multiple Kia Motors vehicles once again recognized as 'Best Bets' by The Car Book," said Byung Mo Ahn, group president and CEO of KMA and Kia Motors Manufacturing Georgia (KMMG). "It reflects the continued growth of Kia vehicles and the strong quality and value they bring to market, especially during these difficult economic times."

The Car Book 2009 is an updated and expanded guide to buying a new 2009 car, van, truck or SUV. It presents the latest safety ratings, dealer prices, fuel economy, insurance premiums, maintenance costs, tires, as well as a chart of state lemon laws, and is published in cooperation with the Center for Auto Safety.

The Car Book's "Best Bet" distinction, given annually, is based on objective information collected from government and independent sources that evaluate the safety and performance needs of the American consumer. Only cars that have ratings in all of the key Car Book categories – safety features, fuel economy, rollover, front and side crash tests, maintenance and repair costs, warranties, insurance costs, and complaints, with the greatest emphasis placed on crash test performance - are considered as potential "Best Bets."

"The Car Book has long been the consumer's best guide to smart and sensible car buying," said Jack Gillis, author of The Car Book. "We appreciate the fact that Kia continues to make a significant contribution to improving the market choices for the American car buyer."

2009 Product Line

Kia Motors America offers a dynamic and diverse product line of 11 vehicles to meet the needs of all lifestyles. The 2009 vehicle line features the functional Rondo CUV and award-winning Sedona minivan along with a wide variety of popular passenger cars, including the refined Amanti full size sedan, purposeful Optima mid size sedan, versatile and compact Spectra and Spectra5, and sporty yet fuel efficient Rio and Rio5 subcompacts. The vehicle line also features the affordably luxurious Borrego, rugged Sorento and value-packed Sportage SUVs. The Soul will further complement the lineup when it arrives in dealerships this spring.

About Kia Motors America

Kia Motors America (KMA) is the sales, marketing and distribution arm of Kia Motors Corporation based in Seoul, South Korea. KMA offers a complete line of vehicles through more than 640 dealers throughout the United States. For 2008, KMA recorded its 14th consecutive year of increased U.S. market share. Kia Motors subscribes to a philosophy of building high value, high quality, safe and dynamic vehicles. Kia Motors prides itself on producing vehicles that are exciting and enabling and evoke the Kia tagline "The Power to Surprise."

IRVINE, Calif., February 3, 2009 - Kia Motors America (KMA) today announced that the 2009 Rio sub-compact sedan has been named as one of the "Greenest Vehicles of 2009" by the America Council for an Energy-Efficient Economy (ACEEE). Rio was chosen for its low-level emissions and impressive fuel economy.

"Today more than ever consumers are looking for vehicles that are not only fuel efficient but ecologically friendly," said Michael Sprague, vice president of marketing, KMA. "Rio demonstrates that being green and offering impressive fuel economy does not mean that value and quality need to be compromised."

According to the ACEEE, the "Greenest Vehicles of 2009" list includes the most environmentally friendly vehicles available to consumers during the 2009 model year, and only the top-scoring configuration of each vehicle is included in the list. A full list can be found at www.GreenerCars.org.

Available in base, LX and SX trims, all vehicles in the Rio lineup feature a 1.6-liter DOHC four-cylinder CVVT engine, which produces a peppy 110 horsepower and 107 pound-feet of torque. When equipped with the standard five-speed manual transmission – available for LX and SX trims – Rio and Rio5 are capable of 27/33 (city/highway) mpg.

Kia Motors America offers a dynamic and diverse product line of 11 vehicles to meet the needs of all lifestyles. The 2009 vehicle line features the functional Rondo CUV and award-winning Sedona minivan along with a wide variety of popular passenger cars, including the refined Amanti full size sedan, purposeful Optima mid size sedan, versatile and compact Spectra and Spectra5, and sporty yet fuel efficient Rio and Rio5 subcompacts. The vehicle line also features the affordably luxurious Borrego, rugged Sorento and value-packed Sportage SUVs. The Soul will further complement the lineup when it arrives in dealerships this spring.

About Kia Motors America

Kia Motors America (KMA) is the sales, marketing and distribution arm of Kia Motors Corporation based in Seoul, South Korea. KMA offers a complete line of vehicles through more than 640 dealers throughout the United States. For 2008, KMA recorded its 14th consecutive year of increased U.S. market share. Kia Motors subscribes to a philosophy of building high value, high quality, safe and dynamic vehicles. Kia Motors prides itself on producing vehicles that are exciting and enabling and evoke the Kia tagline "The Power to Surprise."

Wednesday, February 4, 2009

I've just spent most of the week rolling Kia's new hip-to-be-square entry, and I have to say I like it. I like walking up to it, admiring the funky convergence of the upward sweeping wedge belt line, with the top of the greenhouse that angles down from the A-pillar back. This signature design element is clearly visible from the driver's seat as well. The snazzy high-contrast red and black interior that comes standard on all Soul Sport models and high-spec extras like Bluetooth connectivity, a moonroof, a 315-watt satellite radio with USB and Aux inputs, and sensible safety gear like ESP, ABS, and six airbags suggests a far heftier outlay than the $17,645 Kia demands for this little boxlet.

The 2.0-liter 142-horse engine provides sprightly enough acceleration, but this is thanks in very large part to short and closely spaced gearing in the five-speed manual transmission. It's quick off the line and a quick row up through the box, but then I found myself grabbing for another gear until my ears acclimated to the 3500-rpm din at 80 mph (the default speed on Detroit's recession-ravaged and empty freeways). This gearbox is also something of an antique, being a five-speed with a four-gate shift pattern (reverse is up to the left, instead of down right, below fifth, where professional car companies have been positioning it on five-speeds for a couple decades. Four-gate shifters tend to have a ropier feel to them, and this one caused me to miss the two-three upshift several times, as the stick went into a no-man's land.

As Detroit is in the grip of a serious arctic blast, I had plenty of opportunity to check out the ABS and stability control systems as well. Both functioned admirably, but the racket from the firewall as the ABS module solenoids struggled to dole out brake pressure to each individual wheel reminded me of some '80s ABS systems. Likewise, while functioning purely in traction control mode, there were times when the brake actuation actually caused the car to buck a bit. Nevertheless, I never got stuck, smashed into anyone, or put a wheel wrong, as many of my fellow Detroiters were pirouetting off the road. Having all these safety nets in a car that gives you this much change from a $20,000-bill is impressive, even if the refinement trails the current state of the art.

Bottom line: The packaging is good, from the roomy front and rear seats to the decent cargo space with partitioned underfloor storage; it's light, nimble and fun to throw around in traffic, if not necessarily through a twisty canyon road; and it comes outfitted with enough technology to keep it current throughout most of its impressive ten-year powertrain warranty. I just hope that the fact that a 45-year-old mid-lifer can find anything nice to say about it doesn't scuttle its chances with the target 20-30-somethings...

Tuesday, February 3, 2009

Kia thinks so, since it must be the last carmaker to think it needs to add a body-on-frame midsize SUV to a market full of Ford Explorers, Chevy TrailBlazers, Honda Pilots and Toyota 4Runners.

Yet here is the 2009 Kia Borrego, a 192-inch-long vehicle wider and longer than the Chevy Trailblazer, Jeep Grand Cherokee and Toyota 4Runner with three rows of seats for up to seven.

Not a lot of folks are beating down doors for big trucks like those. But typical of a Kia, it is loaded with nice features for under the average $33,000 to $45,000 range of competition with a V-8 and four-wheel-drive.

- Borrego body: One look and you'll see familiar shapes - a bit of Explorer in the chrome bar grille, some Mitsubishi in the flared wheel arch flanks. Our copper Borrego looked nice with dark pewter sills and wheel cladding, inset fogs flanking a lower air intake and optional chrome wheels with 18-inch Hancook radials. In back, a squared-off tail with big taillights, a step bumper and integrated tow hitch. Black and silver roof racks complete the SUV look. With lots of other SUVs like it, no one gave it a second look, although the overall shape is handsome and the paint and fit is good.

Under the gray dash top, concise gauges plus a trip computer, a knob on the left offers four-wheel-drive auto, high and low settings.

The front bucket seats were easy to climb into, with a neatly integrated running board and grab handles. The seats were comfy and roomy, with heat and power (eight-way driver/four-way passenger) adjustments plus a power tilt/telescope steering column with stereo, cruise and voice-control cellphone and audio buttons. Two rubber-lined storage compartments occupy the base of the center stack under three-zone climate controls. Next to the gearshift, a flimsy flip-up door offers access to an MP3 and USB/iPod port. Our touch-screen satellite navigation screen also offers access to a good AM-FM-six disc CD-SiriusXM Satellite audio system.

Second-row seat room was good for two adults, with rear a/c vents and controls. Access to the third-row seat is a bit tough since the second-row seats don't slide forward enough. Once back there, surprisingly decent room for two adults. There isn't a lot of cargo room behind the third row, but there is a segmented compartment under it. The second- and third-row seats fold flat for added cargo space. Gripes: flimsy second-row armrest cupholder door and some dash switches, while the gray trim athwart the center stack didn't match up at a seam and my keys scraped the dash under the ignition; put a rubber pad there to cut down on noise. But overall, lots of room with extras like a back-up alert system, moonroof, auto-dim rearview mirror, sideview mirrors that dip in reverse, a driver's seat and wheel that move back to ease exit, and HomeLink transmitter.

A front double-wishbone and rear multi-link suspension are matched with a hydroformed frame with rubber mountings. The result: a comfortable ride over most surfaces, but some harsh rebound over tar strips and concrete patches, noted by those who rode in it. The full-time four-wheel-drive system distributes power to the wheels that need it on "auto," while there is a four-wheel-drive high and low setting for off-road. The Borrego cornered well with expected body roll, but no dramatic understeer. Add standard stability and traction control and it all applies brakes selectively to control oversteer and understeer as needed - a Kia first. Off-road, set in 4WD-high, it easily carved its way up dirt inclines and along sandy trails, while Hill Descent Control taps brakes to "walk" it down a hill slowly and safely, a system usually on higher-priced rigs. The power steering has a firm, direct feel, the disc brakes with electronic brake distribution and brake assist decent with some nose dive and showing some fade after a few hard hits.

- Borrego Buy?: A rear-wheel-drive V-6 Borrego starts at about $27,000 with standard a/c, three-row seating, power door locks/windows/mirrors; keyless entry; cruise control and a six-speaker AM-FM-CD/MP3 audio. Our EX V-8 four-wheel-drive trim started at $32,995 with standard power front seats, dual-zone automatic climate control, HomeLink and back-up warning system. A luxury and premium option package with leather seating, 10-speaker stereo with satellite radio, plus optional navigation and chrome wheels added at $5,550, for a final price of $39,295. It also had airbags all-round, plus a 10-year/100,000-mile limited powertrain warranty.

Bottom line: The Kia Borrego has lots to offer for the price - power, room, utility and decent driving manners, all reasonably priced. But everyone else got there first.

Monday, February 2, 2009

You probably hadn't noticed, but Kia's U.S. lineup has expanded to ten nameplates, twelve if you count the Rio5 and Spectra5 as separate from their sedan counterparts. Is the brand's lineup mushrooming because it's building cars that resonate with U.S. consumers, or because delusional corporate management is pushing products onto the U.S. market? A little of both, methinks.

Kia Rondo
The Kia Rondo has been around for a couple years, but this year the market has really caught up with this compact people mover. Like its only real competitor, the soaring Mazda5, the Rondo has seen sales increase this year, up 10%. Whereas the Mazda5 has sliding side doors, the Rondo has four conventional doors, but its high roof, short hood, and available three-row seating still give it the functionality of a minivan, albeit a small one. True, the third-row seat is no better than kid-sized, but the second-row, which slides fore and aft a bit, is extremely spacious and comfortable. Fold all the seats down--a procedure that requires removing the headrests--and you have a big box of a cargo area; I carried a clothes dryer inside with plenty of room to spare. Fuel economy can't quite match the Mazda's: the four-cylinder Rondo, which has only a four-speed automatic, is rated at 20 mpg city, 27 highway. With a V-6 (which Mazda doesn't offer), it checks in with 18 city, 26 highway. Still, compact outer dimensions can be a boon in and of themselves, for maneuverability and garage-ability. The innovative Rondo is a hit-'em-where-they-ain't entry in an overcrowded market, and represents the right kind of thinking for a brand looking to grow.

Kia Borrego
The Kia Borrego, by contrast, is a clear case of pushing water uphill. This me-too vehicle arrived on the scene only about a decade after the sport-utility craze peaked, making its debut this summer, just as SUV sales fell off a cliff. A mid-size, body-on-frame SUV with three rows of seats, an available V-8 engine, and a 7500-lb towing capacity, it's essentially Kia's version of a Ford Explorer. Too bad nobody wants a Ford Explorer anymore. The Kia version isn't necessarily a poor imitation; it's lighter, more powerful, and ever so slightly more economical (although 14 mpg city for the V-8 4x4 is nothing to get excited about). On the debit side, the ride is bouncy, the rear suspension hops around over bumps, and its third-row seat is more cramped than the Ford's and harder to access. Overall, the Borrego isn't a bad vehicle, just a pointless one, a fact borne out by the most recent sales figures, which show Kia dealers able to push only one Borrego out the door for every five Rondos sold.